Marketing, advertising & media intelligence

After coming close in a few big pitches recently, Y&R had cause for celebration when it was named as Westfield's new partner last week. And it's backed that up with another win: The Co-operative Bank.

Y&R, which won the business without a pitch, takes over from small Wellington agency Eleven and it will handle brand and retail creative and media planning and buying. It's thought the media spend is somewhere around the $4 million mark, but that's expected to grow.

UPDATE: Nielsen AIS data

2010 1,281,151 (as PSIS)

2011 1,397,770

2012 2,112,421

2013 (Jan-Feb) 1,078,631

"2013 is going to be a milestone year for The Co-operative Bank," says Sadhana Raman, general manager marketing and online and ex-Kiwi Bank marketing maven. "We were looking for an agency to help us achieve our ambitions. We reviewed the market, did an initial assessment of possible options, and concluded that Y&R NZ were absolutely the right partners for us – in terms of alignment in values, their approach and undoubted capability. We were also impressed with the extent to which they shared our passion for the exciting potential in our brand."

Executive creative director Josh Moore says The Co-operative Bank, which is based in Wellington and rebranded from PSIS in 2011 when it became a registered bank, is "like Kiwibank in the beginning but with a better story to tell". He says Kiwibank, which has long focused on its Kiwi provenance and tried to stick it to the Aussies, has basically become just another commercial bank that needs to make money for its owners (it also just won an award for being New Zealand's best bank), but he says there is a real point of difference with The Co-Operative Bank because it is owned by its customers.

"It's not just a different colour," he says.

The bank has largely focused on print advertising since the rebrand, with a campaign centred around its New Zealand ownership and the fact that it's 100 percent owned by its customers, as well as a series of print ads showing collectors with their various hauls.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Couldn't agree more. It's everyone's problem now but brought on mostly by selfish farming practices. Rather than trying to get everyone behind it, they should be reporting on what they are doing to clear it up and provide regular updates.

1. Pollute waterways 2. Deflect blame to the general public This is definitely a 'you' problem, DairyNZ. The rest of us already do want clear waterways... that's kind of the point. Manifesto advertising doesn't work when your brand is trying ...

Genius From Elsewhere

1

John Lewis has called on Elton John for its Christmas spot this year, telling a story of how the musician found a love for music. With some questioning the intent of the spot, considering John’s upcoming tour, Adweekinvestigates how it all came to be.

2

An empowering wheelchair, a simple sofa and genius pantyhose are among Time’s 50 Best Inventions of 2018. The full list has now been shared online.

3

The National Business Review and its publisher Todd Scott have threatened to sue Newsroom for an article believed to defame NBR and Scott. The article in question covered former finance minister Steven Joyce's legal complaints over a Matthew Hooton column. According to Newsroom's report, NBR is demanding the article's removal, an apology and $15,000 towards costs.

4

While supermarkets and department stores deck the halls with their Christmas adverts, Burberry has gone for a more minimalist, yet star-studded video this year. The fashion brand opts to steer clear of that warm fuzzy festive feeling.

5

With all industries in Britain still in the dark about what a post-Brexit future holds, the Advertising Association and the Creative Industries Federation have weighed in on the subject. The Drum reports the AA is running a campaign to ensure the UK creative sector can continue to flourish regardless of what happens next.

Gold Sponsors

Silver Sponsors

Why we like it: Clever Kash is back in the latest advert by ASB, but instead of telling us how to save money, he's focused on teaching kids how to save lives. First aid is an important skill for everyone, and empowering children to be able to make critical decisions when a loved one is hurt or unwell is nothing but a good thing.

Who's it for: White Ribbon by in-house team and Ocean Design and Lot23

Why we like it: No one can deny that New Zealand has a serious problem with violence, particularly violence towards women. It's heartening to see a bunch of White Ribbon ambassadors open up the conversation and invite all men – regardless of whether they've ever been violent or not – to stand up against the culture of violence in this country.

Who's it for: Tower Insurance by Barnes, Catmur & Friends Dentsu

Why we like it: Insurance ads tend to follow a similar pattern, but this one injects a touch of humour to make it memorable. We all know accidents are a huge disruption to a well-curated daily routine, but Tower has the solution.